Here is the synopsis of our sample research paper on Branding Decisions at Sylvania. Have the paper e-mailed to you 24/7/365.
Essay / Research Paper Abstract
A 5 page paper discussing how Sylvania.com has been able to use the six levels of meaning suggested by Kotler (1998) – attributes, benefits, values, culture, personality and user. Analysis of the six levels of meaning in conjunction with Sylvania’s website illustrates that the company likely is using all of the levels of meaning appropriate to the company and its business. Attempting to extend marketing effectiveness to all six levels of meaning no doubt would diminish the effectiveness of some, and negate the effectiveness of others. Bibliography lists 1 source.
Page Count:
5 pages (~225 words per page)
File: CC6_KSmktgBranding.rtf
Buy This Term Paper »
Unformatted sample text from the term paper:
2002) suggests that there are six levels of meaning that marketers strive to achieve when promoting client companies. The purpose here is to review the website of Osram Sylvania,
and then determine how the company is using the concepts of levels of meaning to attract and keep customers. The Target Audience The
Sylvania site lists several broad categories of lighting, several of which also contain reference to Sylvanias non-lighting businesses. As example, the home lighting section presents Sylvania products appropriate for
specific areas of the house. The site requires that the visitor seek out interactive points at which information is available. In the kitchen section one of those points
is an item on the kitchen table, and the box that appears is a "Did You Know?" bit of information telling the visitor that Sylvania air heaters are used on
assembly lines to heat-seal food packages commonly used in the private home. Business and Automotive lighting sections, as is the home lighting section,
address the individual. The "Precision Materials and Components" section is the only exception to this pattern. The information there is directed toward businesses that may have need for
the products. Effective levels of meaning include attributes, benefits and values in full. A partially effective level of meaning is that of
personality (Kolter, 2002). Effective Levels of Meaning Attributes Attributes that the Sylvania brand brings to the consumers mind include high quality, reliability, ubiquity
and long life. Another may also be variety, in that any customer seeking a light bulb for a specific purpose should be able to secure the product from Sylvania.
...